Passera, Mark (2010) Recruitment, fundraising and interactivity through social media. In: Sixty Years of Political Studies : Achievements and Futures - 60th Political Studies Association Annual Conference; 29 Mar - 01 Apr 2010, Edinburgh, U.K.. (Unpublished)
Abstract
Abstract Recruitment, fundraising and interactivity through social media This paper will interrogate these areas and look at the existing literature & comments in relation to how the concept of politicians as brands may require a re-think. I hope to achieve this by applying current digital marketing concepts to Obama's use of digital media (in particular WEB 2.0). This includes word of mouth, permission marketing, and online advocacy. Online we can and do act as brand ambassadors – a key aspect of Web 2.0 or social media is the process whereby the exchange of data creates networks of trust. Online we ask, question and receive data; depending on its use value this is then converted into information by us as consumers. Online advertising and PR have morphed into conversations and narratives about products, services, experiences and customer service. Brands are dead … long live brands.
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